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The Critical Role of Law Firm PR During the COVID-19 Crisis
Nothing has dominated the news over the last four-plus months like the COVID-19 pandemic, and understandably so. For the legal industry, the crisis has created realities, challenges and even opportunities that some law firms have addressed head-on in rising to the occasion, while others have shied away due to lack of resolve, lack of focus, logistical realities complicated by the crisis, purposeful determination to shift focus or some combination thereof.
One of the key goals and purposes of legal public relations — during the best of times and certainly during a crisis — is to place positive news for a firm in news stories. Advertising may be curtailed during a crisis like COVID-19, since marketing dollars are some of the first to be cut, and creative boasting about capabilities or successes is not a good look for a brand in such times. As dictated by a rare crisis like COVID-19 that shuts down face-to-face encounters, in-person marketing strategies and initiatives have also been mostly off the table, and it has taken some time for virtual replacements to breathe and find their footing.
However, PR is earned and sustainable, especially during a crisis. That's why PR is positioned to step up, take a leadership position and have the greatest impact on company reputation during tumultuous times. The focus and approach necessarily changes during a crisis, but the work should go on.
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